Axe has launched a webisode campaign called 'Finding Susan Glenn,' which features actor Max Greenfield (who plays the character Schmidt on the hit TV show New Girl). The webisode series is based on the high school archetype, which Axe has named 'Susan Glenn,' that represents that one special girl a guy isn't brave enough to speak with or approach in school.
The campaign includes a commercial, shown here, about the romantic memory of Susan Glenn, as well as six webisodes with Greenfield trying to find his own Susan Glenn. According to Axe's senior director of brand development Matthew McCarthy, "Giving guys courage to reach out to their own ‘Susan Glenn’ is exactly what we strive to accomplish with this campaign, which remains true to the brand’s essence."
Further, the 'Finding Susan Glenn' campaign also includes an interactive element. Fans can visit the campaign's dedicated site, www.FearNoSusanGlenn.com, and submit photos and share stories about their own dream girls. You can also watch the first two episodes from the series on the website.
Stats for Romantic Memory Webisodes
Trending: Older & Mild
Research: 610 clicks in 195 w
Interest: > 3 minutes
Concept: Finding Susan Glenn
Related: 74 examples / 57 photos
Segment: Neutral, 12-35
Comparison Set: 27 similar articles, including: break up shagging, wash dirty women, and yacht party commercials.
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